Over the past year, we’ve partnered with National Forest Adventure Farm to level up their paid media across Meta, Google and TikTok. With a calendar full of seasonal events, from summer’s Farmarama to the iconic Screamfest, our mission was simple: drive stronger, more cost‑efficient conversions for every campaign. And through smarter creative, sharper optimisation and a whole lot of testing, we delivered some seriously impressive YoY growth.
The Challenge
Adventure Farm is a much-loved destination with a loyal, local audience. However, like many family attractions, they face:
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Big seasonal peaks that need fast, high‑impact bursts
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Rising competition from regional and national attractions
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A need for fresh, platform‑native creative to stay relevant
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Pressure to maintain performance across multiple events year‑round
Creative as the Performance Engine
This year, creative wasn’t just a supporting act, it was the performance driver. We focused on what truly stops the scroll and gets families excited enough to convert.
Driving engagement
We measured thumbstop and hold rates to identify what grabbed attention. Anything above 20% was a winner, and we used those insights to shape new assets, from hook styles, VO vs no VO, and even video length.
Iterations of top performers
When something worked, we didn’t leave it alone. We built deliberate creative iterations that kept the core idea but tested new angles. A standout example: a 10‑second time‑lapse video that crushed it in Farmarama and went on to become a top‑of‑funnel staple for every event.
Tapping into social trends
We leaned into fast‑moving social behaviours to keep Adventure Farm feeling culturally in‑the‑moment. Even without trending commercial audio, we mirrored the style: POV storytelling, seasonal hooks, playful transitions and recognisable content formats, to stay native to the feed and aligned with how families actually consume content.
In our ✨ ‘content creator era’ ✨
2025 was the year of UGC, and we embraced it fully. Families trust real voices and real moments, so we used creator‑led assets and genuine visitor content to bring authenticity into every campaign.
Once we saw UGC‑style creatives consistently outperform everything else, we scaled the format ourselves, filming in‑house, creating parent‑POV clips, adding text overlays and testing different hooks. This allowed us to build a bigger, more consistent creative bank without losing the raw, relatable feel that makes UGC so effective.
AIDA framework
We applied AIDA across every event to guide families from first glance to final purchase:
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Attention: bold visuals, energetic moments, scroll‑stopping hooks
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Interest: immersive clips showcasing the experience
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Desire: emotional triggers like family time and “don’t miss this” moments
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Action: strong CTAs and urgency statics to drive last‑minute sales
This structure helped turn excitement into conversions, especially during the final push of each campaign.
Test & learn (The REAL Secret Ingredient)
Everything we did fed into a continuous test‑and‑learn cycle. Trend‑inspired edits, UGC variations, AIDA‑driven tweaks, each one taught us something new. By analysing performance in real time and iterating quickly, we scaled what worked, dropped what didn’t, and kept every event feeling fresh and high‑performing. This agility was a major driver of YoY growth.
The Outcome: 2024 vs 2025
Topline performance
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114% increase in purchases
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61% improvement in cost-efficiency
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215% increase in return on ad spend
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124% increase in revenue
Creative Highlights
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Time‑lapse videos became our TOF hero assets
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Quirky audio hooks boosted retention and helped us stand out
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UGC‑style content drove major improvements in purchases and efficiency
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Urgency statics delivered strong end‑of‑campaign uplift
What’s Next?
Our partnership is growing. Literally. We’re now also developing the SEO strategy, giving us the chance to strengthen visibility across both paid and organic channels. We’re also launching always‑on weekend campaigns to support general farm visits outside of major events, keeping demand steady all year.
And in one of the most exciting developments, we’re testing Reddit this summer for one of Adventure Farm’s biggest events, opening the door to new audiences, new conversations and a whole new platform to play with.
The Next Chapter
As we head into a new year of activity, this partnership feels stronger than ever. The results we’ve achieved together are a testament to bold ideas, fast iteration and a shared commitment to constant improvement, and the expanded scope only amplifies that momentum. With SEO, always‑on activity and a brand‑new Reddit test on the horizon, we’re stepping into an exciting next chapter for Adventure Farm’s digital growth.
We’re incredibly proud of what we’ve built so far, deeply grateful to the Adventure Farm team for their trust and collaboration, and especially to Shannon, who makes working together such a pleasure, and we’re even more excited for what’s still to come.